9 good tips on how to run an effective e-shop

1) Dedicate 100% to your e-shop

If your e-commerce store is to truly grow, develop and make money, it's important that you are truly dedicated to it. Be systematic, consistent and fast. In today's online world, there are almost no closing hours. People shop 24 hours a day and have become accustomed to fast and error-free order processing. Don't let them down! A dissatisfied customer is hard to get back. On the contrary, they very often drag their friends, acquaintances and sometimes the general public into their pond of dissatisfaction with negative reviews.

2) Be responsive to customer needs

Listen to the needs of customers and potential customers. Communicate, ask questions, be close to them. Do your best to meet their needs, even if they may be slightly non-standard, because that is the slight nuance that will set you apart from your competitors and etch you in the minds of your customers.

3) Be assertive, be nice and have a CRM or good memory

Although it hurts sometimes, the proverbial Bata - "My customer, my master" still applies. If you can, be there for your customers if you can, and be patient with them, even if they are asking the same question for the eighth time, even if they don't understand your terms and conditions all the time or just need advice. Be assertive, don't slip into sarcasm, remember your people. Nothing will please a loyal customer more than remembering them and possibly having some little perks for them or just asking how they were satisfied last time.

4) Build the brand

Treat your e-commerce store like a precious flower. Follow trends or stay in touch with someone who does. Never rest on your laurels, in the dynamic online environment, a moment of inattention is all it takes to watch your competitors from the tail end of the starting field. Building your online store's reputation in a systematic, thoughtful and comprehensive way is essential. Make use of a variety of channels, social networks, events, and if it's convenient, meet your customers in person.  

5) Locate, define and know your target audience and speak the language of their tribe

A significant part of success is based on detailed knowledge of the target group. Do you know who you are selling to, or who it makes sense to sell to? If not, it's high time to find out! There are many analytical tools that can help you and save you a lot of time and potential mistakes in finding the right channels and communication styles.

6) COMMUNICATE even when you're leaking

Crisis communication is one of the most important skills. A problem or complication can arise anywhere and there is nothing worse than remaining silent and letting customers make up conspiracy theories. When an unpleasant situation happens, be honest, look for and above all offer a solution. I'll never forget how brilliantly one of the sushi suppliers in Ostrava communicated with me when I placed an order online and when it didn't arrive after more than an hour, I called to find out what was wrong. According to the supplier's words, I learned, by the time I was starving, that they were not delivering at all on that day, and that they had therefore forgotten to communicate or suspend the order process. Like a proper hungry hater, I posted a duly angry status on my FB profile. And, world wonder, the status made its way through a friend of a friend to the supplier, who was not lazy, wrote an apologetic email and delivered my entire large order the next day at their expense. Well done! To this day I am a loyal customer who will always remember this gesture, recommend it and tell stories about it. And it pays off!

7) Quality product is not everything, it's whether you can sell it

Yes, it is true that a unique product that has low competition and high demand at the same time is potentially more marketable. However, it is also true that a skillful, creative and imaginative marketer can sell even a "polished fart" with grace, so that customers will recommend the product to each other and rave about how wonderfully they bought it. A great benefit is the quality, clear and intuitive textual and visual content of the e-shop.

8) Find a competitive advantage

Try to find something you can outperform your competitors at. Be creative. Offer advice, be a real expert in the field you are involved in. Offer engaging and interesting tutorials, be dedicated to your customers. Use effective communication tools such as social media, YouTube videos, etc.

9) Connect with the community, find an influencer or opinion leader

One of the strongest arguments for buying a product is a recommendation and a good review. Ideally from someone influential who customers trust and is an authority on them. It doesn't matter if it's a celebrity, a blogger or an expert in the field. Work with influencers, use opinion leaders and tap into communities that are relevant to your products. One of my friends recently jokingly remarked that one of the first influencers in the gardening industry was Přemek Podlaha and she was actually right, although Přemek probably didn't know what an influencer was at the time.

At Railsformers, we're suckers for e-shops and effective management. We offer consultancy and are happy to help and teach you how to run an effective e-shop. Don't be afraid to trust us, our know how is not magic or a secret, we are here for you. Your prosperous e-shops are our good business card.